NEW YORK — Netflix shares are trading at levels not seen since 2011 when it lost hundreds of thousands of customers after hiking prices for people who wanted continued access to DVDs as well as its streaming service.

The company's stock jumped another 4 percent Wednesday to a 52-week high and are up nearly 40 percent since the start of the month.

The cost of a company share is actually rising more sharply than the lead up to the all-time high near $305 reached in July 2011, right before the change the subscription plan for which CEO Reed Hastings later apologized.